Why Use Google Analytics?
Use Google Analytics Because…• It’s Mature• Acquisition, Behavior, & Conversion Data• Tools Like Multi-Channel Funnels &
Attribution
How Do I Start?
By Focusing On Three Things…• URL Tagging (Google URL Builder)• Upload Cost Data• Using A Custom Report
What’s URL Tagging?
Adding Campaign Parameters To URLs…•Where Traffic Comes From, What Was
Clicked On, & From What Campaign• All Recorded In Google Analytics•Major Role In Measuring Social ROI
A Tagged URL Looks Like This…• https://example.com/?
utm_source=facebook&utm_medium=social&utm_content=red%2Bwidgets%2Bnewsfeed&utm_campaign=black%2Bfriday%2Bsale
Traffic That Comes From These…
Now Comes From This…
How Do I Import Cost?
Using The Data Import Feature…• Associates Cost Data With Ads & Campaigns•Matches Cost Using Tagging Parameters
(CSV)
• In The Google Analytics Interface (No API!)
Here’s The Process…
• Hi Google Analytics, for traffic from these tags: source=facebook, medium=social, content=red widgets newsfeed campaign=black friday sale• Associate this cost (From CSV file)...• Then Calculate ROI & ROAS for traffic
from them.
What About Measuring?
Use A Custom Report…
•Measure & Report on ROI / ROAS • Growth Hack•Multi-Dimensional
What’s Multi-Dimensional?
A Reporting Feature That Makes Things Easy…• ROI By Social Channel, Campaign, & Ad• All In One Report• Simple
Includes Your Social Channels…
If You Click On Google Plus…
If You Click On A Campaign…
Alan, I Need Specifics!
Simple How To Posts
• URL Tagging – threev.co/TaggingHowTo• Data Import Feature - threev.co/DataImport• Custom Report - threev.co/GACustomReport